Confinement imposed brand integration in content creativity

ViacomCBS integrated at the beginning of the year all its income areas (pay and open TV, and digital platforms ad sales; trade marketing; subscribers´distribution and sales; live events). This new way of working, together with a robust proposal in all the platforms, allowed them to face these critical months.

The launch of Pluto TV during the pandemic managed to get in its second month the number of active users they expected to get in a year. Pluto TV allowed them to capture dollars from the free VOD business, and soon with Paramount+ they will play in the SVOD business.

In broadcast (Telefe) they also knew how to handle the crisis. Confinement drove the audience to increase and boosted the integration of brands into content creation. The channel´s newscast integrated brands and created a triple-digit. “We are very honest in our newscasts, because their main asset is credibility, and when there is sponsored content we say so,” clarified Santiago Perincioli, Commercial VP for the South Cone at ViacomCBS.

All this, together with co-development and branded content co-production, allowed ViacomCBS to mitigate the fall of the second quarter.

In this Q3, Perincioli sees recovery of the advertising industry and a tune-in that remains above pre-COVID-19 levels.
“We see that with the possibility of producing fictions and realities once again (in October we will launch Masterchef Celebrity) we should be able to improve our value proposition even more for our audiences, and consequently, for our advertisers and sponsors”.

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